Indian Brands Are Cashing In on the Cockroach Wave — Without Ever Naming CJP

Marketing teams across India have noticed what their consumers are talking about. In the past two weeks, food-delivery apps, pest-control companies and at least one streaming platform have run cockroach-themed social posts that never mention the Cockroach Janta Party by name but unmistakably ride its wave. Financial Express talks to brand strategists about why 'adjacent virality' — referencing a cultural moment without naming it — has become the safest way for corporates to join in on India's biggest meme of 2026 without the political risk of an explicit endorsement.